Boldly put, the era of Premier League managers arriving in tailored suits on the sidelines is fading, replaced by a more casual image in tracksuits, puffer coats, and polo shirts. If you look at the touchline today, you’ll notice that managers like Arsène Wenger, Sir Alex Ferguson, and José Mourinho are not the default visual norm anymore; only Burnley’s Scott Parker still leans toward that classic smart look. So, what sparked this shift? Is it a drop in standards, or simply a broader cultural change reflected in football?
The clearest answer, at least for Sam Cox, Wealdstone’s manager, is authenticity. The National League boss argues that top-level football has moved toward comfort and staying true to one’s identity. “I always believe fashion is a way of expressing yourself and an expression of who I am,” the 35-year-old told BBC Sport. He recalls his Oxford City days, where he wore the club tracksuit, trainers, and outwardly tried to please others. “I feel most comfortable when I’m being my true authentic self. It’s important that I show that this is who I really am.” Cox, who has experience in the Football Conference and even a stint in the TV series Ted Lasso, is active on social media, often sharing outfit photos on Instagram. A clip of pundits reacting to his look during an FA Cup match amassed hundreds of thousands of views on TikTok.
Despite facing criticism from fans and rival managers for his flamboyance, Cox stands firm. He describes himself as a different kind of manager—a Christian vegan Black man in the National League—and views individuality as a strength. “The most important thing is being true to yourself, and I’ll stand by that.”
Why do suits still matter to some?
The prevalence of suits on workdays has waned as offices shift to a more relaxed dress code and remote work rises. Yet a subset believes formalwear remains central to performance. Jake Davies, who manages Cheadle Town in a region famed for its tracksuits, embraces wearing a suit despite jeers from some fans. He emphasizes that the look is not a gimmick. “One of the reasons I dress as I do is to embed standards and to convey that we must work hard to achieve success. I expect professional standards. I expect people to switch into work mode.”
Savile Row tailor Joe Bretagne, from Henry Poole & Co, also points to the psychology of presentation. A sharp suit can act like a psychological boost—helping a person stand taller, puff out the chest, and feel more confident. Burnley’s Scott Parker echoes this sentiment, noting that dressing well is part of how he represents the club and himself. “From a young age, I’ve prided myself on looking the part. I want to feel that I’m dressed well,” Parker explains.
Tailor perspectives and tradition
Industry veteran Brian Lishak, a Savile Row insider since 1956, believes that being well-dressed isn’t just about visibility. It’s about elevating mood and confidence. And while some clubs embrace the suit tradition, others challenge it. For Rangers, a suit has long been non-negotiable. When Russell Martin arrived and chose not to wear a suit during games, it sparked controversy among fans who prize tradition. The defender of tradition, as described by fans in forums and podcasts, argued that the club’s identity hinges on that sartorial continuity. When Martin departed after 17 games, his successor Danny Rohl signaled a return to Struth’s legacy, which won broad approval from supporters who value tradition.
Is there room for a comeback?
In a high-stakes environment where margins matter, coaches might search for any edge, including appearance. Brittany Bretagne, a suit expert, suggests that a well-chosen outfit could offer psychological advantages—whether it’s motivating a team or intimidating opponents. Still, the practical message from coaches like Jake Davies is clear: attire alone won’t drive results. It’s essential to couple any look with reliable standards, punctuality, and consistently well-run training sessions.
Bottom line
Clothes on the touchline are evolving in step with broader social norms. A suit can signal discipline, tradition, and professionalism, but it’s not a substitute for genuine leadership, preparation, and consistent on-pitch performance. As clubs weigh identity, comfort, and effectiveness, managers may selectively blend tradition with personal authenticity. And with that in mind, the bigger question remains: should managers prioritize tradition over personal expression, or should they allow individuality to shape the culture of the game? What do you think—does a manager’s outfit influence results, or is it mainly a reflection of who they are off the pitch?
